FACULTY OF BUSINESS AND MANAGEMENT

MKT558: DIGITAL MARKETING

INDIVIDUAL ASSIGNMENT

WWW.ZALORA.COM.MY

PREPARED BY:

MOHAMAD NORMAN HANEF BIN MOHD ZAULKIFLI 2020980373

RBA2425B

PREPARED FOR:

MADAM NURUL FARIHIN BINTI MHD NASIR

SUBMISSION DATE:

9 JAN 2022
 TABLE OF CONTENT

NO. CONTENT PAGE

1. INTRODUCTION 3
2. COMPANY BACKGROUND 4
3. CONSUMER VARIABLE 5
4. IMPACT OF MACRO-ENVIRONMENT 6
5. CONCLUSION 7
6. REFERENCES 8

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 1. INTRODUCTION

"Digital marketing is the use of digital platforms to promote or advertise products and
services to targeted consumers and businesses," according to the Digital Marketing Institute.
Millions of people use the internet on a daily basis in this era of globalisation. This possibility
can be used by marketers to reach a worldwide market in a cost-effective and measurable
manner.

Digital marketing campaigns, such as content marketing, influencer marketing, e-commerce

marketing, social media marketing, e-mail marketing, display advertising, e–books, and
games, became more prevalent as digital platforms became increasingly incorporated into
marketing plans and people's standard of living, and as people increasingly used digital
devices rather than visiting physical shops. This is something that has become commonplace
in recent years. Non-Internet channels that supply digital media, such as television, mobile
phones, call back, and on-hold mobile ring tones, are included in digital marketing. Digital
marketing differs from online marketing in that it extends to non-Internet channels.

Consumers in our period prefer to shop online because it is convenient and does not require a
large amount of time and energy. The customer only needs an active internet connection and
a laptop to find the item they want, then checkout and pay.

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 2. COMPANY BACKGROUND

WWW.ZALORA.COM.MY

ZALORA is Asia's most popular online fashion retailer. Southeast Asia's largest and fastest-
growing fashion-focused e-commerce platform. Founded in early 2012, the company now has
operations in Singapore, Indonesia, Malaysia, and Brunei, as well as the Philippines, Hong
Kong, and Taiwan. Customers may purchase from hundreds of products throughout men's
and women's fashion apparel, shoes, accessories, and beauty categories online, with over 500
top international and local brands and designers. They have a thirty-day return policy, deliver
quickly (between 1-3 working days), give free shipping over a specific amount, and accept a
variety of payment methods, including cash-on-delivery.

Shopping at Zalora is simple and reasonable, and a staff of expert advisers is available to
assist customers 24 hours a day. According to the company's report, "excellent sales records"
have been achieved. Zalora is a subsidiary of Global Fashion Group, the world's largest
fashion conglomerate. The GFG was founded in 2011 with the goal of assisting online
fashion entrepreneurs in breaking into the market. The Global Fashion Group has a presence
in India, South America, Russia, and the Middle East, and operates in 27 countries. As a
member of GFG, Zalora Group has established itself as the region's leading fashion voice.
"Our firm is one of the fastest growing e-commerce companies in Southeast Asia and has
bright potential," says Zalora managing director Michele Ferrario. "It is an honour for us that
investors of such great repute have invested into an e-commerce company as young as
Zalora."

Zalora's objective is to give a dynamic, ever-evolving, and passionate business environment

to passionate customers. It's a well-designed and easy-to-use internet retail store. Customers
are taken step by step through the purchase process during their first visit to Zalora.
Customers are asked to select safe payment alternatives once the selected items have been
added to their personal cart. Payment can be done in a variety of ways, including invoicing,
prepayment, direct debit, and credit card. Zalora shopping is known as "flash shipping"
because orders are frequently mailed out the same day they are confirmed.

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 3. CONSUMER VARIABLE

I. DEMOGRAPHIC

A demographic variable is a variable that researchers collect to explain the sample's character
and distribution when using inferential statistics. Age, colour, gender, and income are all
demographic factors. It is vital for a business to examine the demographics of its clients in
order to present a superior trait that will help the firm succeed. Descriptive statistics are
frequently used to report demographic information. A firm or organisation might use
demographic variables to better identify and know their market in order to enhance sales.
Zalora revealed that women dominated its market share compared to men, with 80 percent of
women and only 20% of men making up the company's customer base. It demonstrates that
women will choose to shop online over men. This is due to the fact that many women have
embraced the wonders of the internet. Furthermore, women enjoy comparing identical things
from several companies. As a result, the majority of Zalora customers are adults between the
ages of 26 and 30. This implies that the average person is an individual who has fully tapped
into and purchased power. When it comes to age, Zalora's target market is between the ages
of a teenager and an adult. Zalora targets this demographic since they are more likely to be
fashionable. As a result, the majority of Zalora customers are adults between the ages of 26
and 30. This implies that the average person is an individual who has fully tapped into and
purchased power.

II. PSYCHOGRAPHIC

Segmentation by psychographics Is segmenting the market based on the personality traits,

attitudes, lifestyle, and interests of consumers. Zalora will be able to develop their product to
meet the demands and desires of each section as a result of this segmentation. This segment
will assist customers in selecting products that are appropriate for their needs and interests.
Women have more purchasing power than males, according to Zalora. This is due to the fact
that women's roles have evolved over time, and women are increasingly becoming
empowered and decision-makers. The new design may be adopted by their regular customers,
allowing them to purchase the desired product. The buyer favoured products that were comfy
and had a trendy design and style. As a result, a new group known as stylish icons has
emerged, based on lifestyle and personality. A stylist icon is a person who has received

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advanced fashion education and hence is seen as a fashion icon by others. They are more
inclined to make a purchase based on a new style and personal preference.

III. BEHAVORIAL

The technique of splitting the overall market into tiny groups based on customer buying
behaviour is known as behavioural segmentation. The term "buying behaviour" refers to
patterns of decision-making such as lifestyle, purchasing, and consumption. Zalora sells
products that appeal to a wide range of women, including teenagers and young adults. People
nowadays, as we can see, are always concerned with their appearance and lifestyle. Then
Zalora sells a product that has a trendy design and is of reasonable quality. As a result, they
have a greater number of customers of both genders.

4. IMPACT OF MICROENVIRONMENT

I. TECHNOLOGY FORCES

People are being forced to adopt new trends and learn how to use technology in their daily
lives as a result of global technological changes. Year after year, technology has become
more widely known, not just among Gen-Z, but throughout all generations. As a result, many
online shopping businesses are becoming aware of this new development and developing
their own website and mobile application. For example, since its inception in 2012, Zalora
has been able to keep up with the latest fashion trends. Zalora is well-known in Southeast
Asia because it is the leader in online fashion. Zalora also manages to have their own delivery
courier, ensuring that the purchasing process runs well and the consumer is delighted. Zalora
also uses social media platforms like Facebook, Twitter, and Instagram to communicate with
customers and learn about their purchasing habits.

II. ECONOMIC FORCES

Economic forces are the factors that have an impact on consumer purchasing power and
spending habits. Economic influences such as economic performance, tax rules,
unemployment rates, inflation rates, measures of disposable personal income, and consumer
purchasing patterns should all be considered by business executives. This economic
component has the potential to influence retailing activity. For example, during this global

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pandemic, people will be asked to adhere to the "movement control order" in order to prevent
the spread of the Corona Virus. In this situation, the only option for consumers is to shop
online. In this circumstance, it will boost the number of customers. As a result, sales on the
Zalora websites will increase.

III. SOCIAL FORCES

Social influences are equally essential in business, as people's purchasing decisions are
influenced by their background. To be honest, social forces are intertwined with culture and
social trends at a time when every organisation must be aware of shifts in such trends. Before
releasing new products to the market, Zalora conducts study into new cultures for the nation
and market. In Southeast Asia, where religions such as Islam, Hinduism, Buddhism, and
Christianity coexist, geographic diversity is also important in determining what products are
appropriate for each region. Because English is a global and intermediate language, the
Zalora website uses it as its primary language. In addition to English, the website offers
additional language. For example, if a Chinese person cannot comprehend English well, they
can switch to Mandarin, which is their native tongue.

5. CONCLUSION

In conclusion, the online market is fast expanding, but its diverse division poses distinct
issues. Digital marketing is extremely beneficial to businesses in terms of promoting and
selling their products, as well as to customers in terms of purchasing a product. Digital
marketing is the only marketing method that can compete with it in terms of effectiveness. To
stay afloat in the marketplace, businesses must move fast and effectively in response to any
difficulties. Despite the fact that the macroenvironment is beyond their control, all business
owners must think ahead and try to discover various ways to mitigate the influence on their
company's performance. Zalora has worked hard to create its own qualities and success in
order to overcome every problem it has faced. Zalora entered the digital market with the
purpose of achieving an ambitious goal, one of which is to bring all brands to everyone,
especially its clients.

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 REFERENCES

Maximilian Claessens. (26 Feb 2015). The Macro Environment – Six Forces in The
Environment Of A Business. Retrieve from URL: https://marketing-insider.eu/macro-
environment/

Thomas Bush (11 Jul 2016). “PESTLE Analysis: Technological Factors Affecting
Business” Retrieve from URL: https://pestleanalysis.com/technological-factors-affecting-
business/

ZALORA Malaysia: Online Shopping for Fashion & Beauty. Zalora Official Website.
Retrieve from URL: https://www.zalora.com.my

Demographic Variables Describe Samples Taken from Populations. Retrieved from

URL: https://www.scalelive.com/demographicvariables.html

Kemp, S. (18 Feb 2020). DIGITAL 2020: MALAYSIA. Data Reportal. Retrieve from
URL: https://datareportal.com/reports/digital-2020-malaysia

Daylight Time, E. (28 May 2020). ZALORA and The Trade Desk Bring New
Measurement Capabilities to Brands in Asia Eastern Daylight Time. Business Wire. Retrieve
from URL: https://www.businesswire.com/news/home/20200527005224/en/ZALORA-
TradeDesk-Bring-New-Measurement-Capabilities